SKRIPSI: Pengaruh Citra Merek, Kualitas Produk dan Harga Produk terhadap Keputusan Pembelian Konsumen Smartphone Samsung pada Mahasiswa di Yogyakarta

Elsi Dian, Pratiwi (2023) SKRIPSI: Pengaruh Citra Merek, Kualitas Produk dan Harga Produk terhadap Keputusan Pembelian Konsumen Smartphone Samsung pada Mahasiswa di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to determine the effect of brand image, quality products and product prices on smartphone consumer purchasing Samsung to students in Yogyakarta. Sampling method using non-probability sampling with purposive sampling technique. The number of samples used in this study were 115 respondents with requirements for students in Yogyakarta who use Samsung smartphone products for 1 years or have purchased smartphone products Samsung at least 1 time. The data analysis method used is test validity, reliability test, normality test, multicollinearity test, test heteroscedasticity, multiple linear regression, t test, F test, and coefficient test R2 determination . The results of this study indicate that the brand image variable has no effect on purchasing decisions, product quality has an effect positive effect on purchasing decisions and product prices have a positive effect on the decision to buy a Samsung smartphone for students at Yogyakarta.

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